Apple updating ad, search features to separate OS from Google: Report

In a bid to separate its mobile operating system from Google’s parent Alphabet, Apple is taking steps to update its maps, search feature and advertising, a report by the Financial Times said. The two rivals have been in the smartphone market since the 2000s and are engaged in a “silent war”, it added.

In 2012, Apple released its “Maps” to compete with Google Maps. After initial glitches, the application has shown considerable changes in the past decade.

Earlier this month, Apple announced “Business Connect” which allows companies to claim their legal location. It also allows them to provide exclusive offers and promotions to their customers and interact with the users. Google Maps partners with Yelp to offer similar information.